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New Vision Australia look reflects person-centred approach

Vision Australia, Australia’s largest provider of disability services for people who are blind or low vision, has recently launched its new brand to demonstrate the organisation’s commitment to putting its clients at the centre of everything it does.

Unveiled last week during the launch of the organisation’s annual fundraising event, Carols by Candlelight, the new brand brings to life the idea of linking Vision Australia’s clients, staff, volunteers, donors and community together in a way that benefits people who are blind or have low vision.

Megan McAlpine, Chief Marketing Officer, Vision Australia said the new brand expression heralded an exciting way forward for Vision Australia, at a time when the not-for-profit industry and funding models were changing and disability service providers and charities needed to be able to differentiate themselves better.

“Our new look was developed to address a number of challenges. Our research indicated that many people did not know about Vision Australia or our mission to support people who are blind or have low vision to live the life they choose,” said Ms McAlpine.

“The branding therefore had to communicate who we are and what we do as well as make us stand out from the rest. We believe it does this well because of the way we engaged with our clients, staff, volunteers, donors and community to be part of the brand development process. We are extremely excited about what our brand now says about us and the story it represents.”

The new logo features three interlocking links which represent the connection Vision Australia has to its clients, to staff and volunteers, donors and the broader blindness and low vision community. The colours of yellow, navy and white were chosen due to their high contrast while the new font meets best practice accessibility standards.

“As well as accessibility, it was really important to us that our new look reflects people who are blind or have low vision in a positive way and demonstrates the active and full lives that our community lead.

“We also updated our tag line to ‘Blindness. Low Vision. Opportunity.’ to reflect the commitment we have to making a positive difference in the lives of people who are blind or have low vision.”

The new Vision Australia Seeing Eye Dogs logo and Vision Australia Radio logo also have the same illustration to showcase the relationship between the services.

The Vision Australia brand was developed in conjunction with Designworks.

Vision Australia client and volunteer Sarah Boulton talks about the new brand in this video.